In this article, Universal is aiming to maintain the buzz surrounding “Wicked” for the long term. The studio is faced with the challenge of promoting and releasing two sequels within a year of each other. The first part of the “Wicked” movie project performed exceptionally well at the box office, grossing over $700 million globally. It not only had the highest opening for any Broadway adaptation but also became the top-grossing film based on a Broadway musical, as reported by Comscore.
As Universal gears up for the release of the second part, “Wicked: For Good,” scheduled for November, the focus is on engaging devoted fans while not losing the interest of more casual viewers. Marketing experts believe that the success of the first film and the anticipation for the sequel will make promoting the follow-up easier.
The marketing strategy for “Wicked: For Good” is expected to follow a similar path to the original film, with some adjustments to maintain freshness and avoid overwhelming audiences. Universal plans to leverage the momentum gained from the first film’s marketing campaign, which included a teaser trailer during the Super Bowl and subsequent promotional activities featuring key cast members.
With the film’s nomination for multiple Academy Awards, including Best Picture, Universal has an additional marketing advantage. The studio intends to build on the success of the first film’s marketing efforts while introducing new elements to appeal to audiences.
The release of “Wicked: For Good” is strategically timed before Thanksgiving weekend, allowing for a strong opening before the holiday season. The film’s marketing campaign will involve various partnerships and promotional activities to engage audiences and create excitement for the sequel. Theaters will also play a crucial role in promoting the film and enhancing the moviegoing experience for audiences.
As Universal prepares for the release of “Wicked: For Good,” the focus is on evolving the marketing strategy while maintaining the essence of the franchise. The studio aims to strike a balance between innovation and familiarity to ensure the success of the sequel.
